Hello Kitty Celebrates 50th Anniversary with Japanese Fruits Promotion

KUALA LUMPUR, Dec 16 (Bernama) -- The Japan Fruit and Vegetables Export Promotion Council, in collaboration with The Japan Food Product Overseas Promotion Center (JFOODO), has teamed up with the popular Sanrio Co Ltd character “Hello Kitty”.

According to a statement, the collaboration marks Hello Kitty’s 50th anniversary, and aims to promote Japanese-grown fruits and vegetables.

A social media campaign will run, inviting participants to post photos on Instagram centered on the themes of major seasonal events such as Christmas, New Year, Chinese New Year, and Valentine’s Day. These photos are to be entered into the draw to win a special “Smile Japanese Fruits Gift", ideal for family enjoyment.

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The campaign will focus on fruits that carry the “Japan-grown Fruit” label, indicating strict quality standards set by the Ministry of Agriculture, Forestry, and Fisheries. The target fruits include peaches, grapes, apples, persimmons, citrus fruits, strawberries, and sweet potatoes.

The campaign for Christmas runs from Dec 14 to 31 while the New Year will run from Jan 1 to 10, 2025; followed closely by Chinese New Year from Jan 29 to Feb 14, 2025, and wrapping up with Valentine’s Day from Feb 14 to 22, 2025.

To participate, entrants must follow the official Instagram account japanesefruit_official and post a video related to one of the campaign themes, tagging the account.

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Participants can either create videos using the playful japanesefruit x Hello Kitty filter, or share videos or images capturing moments of joy with Japanese fruits. For the latter events like Chinese New Year and Valentine’s Day, posting joyful visuals is sufficient for entries.

Residents of Thailand, Singapore, Malaysia, Vietnam, Hong Kong, and Taiwan are eligible for the draw, with the chance to win the exclusive "Smile Japanese Fruits Gift" set.

-- BERNAMA